For over two decades, Search Engine Optimisation (SEO) has been the cornerstone of digital visibility, helping brands reach and engage audiences. The 2025 State of SEO Survey found 91% of respondents said SEO positively impacted website performance and marketing goals in 2024. 

However, AI-powered answer engines like ChatGPT and Google’s AI Overviews are shifting the landscape, often providing “zero-click” answers that reduce website visits; SimilarWeb even reported organic traffic to news sites fell from 2.3 billion in mid-2024 to under 1.7 billion by May 2025. 

This shift means brands can no longer rely solely on search rankings; content must now be structured, credible, and actionable for AI systems. In this Muse, we explore what’s next in the world of search, from traditional SEO to AI-driven discovery and how brands can stay visible, credible, and relevant.

SEO: The Future of Digital Visibility

Enter Generative Engine Optimisation, or GEO, an approach that focuses on creating content AI systems can use to provide direct answers, rather than merely chasing search rankings. This shift makes discoverability, trustworthiness, and AI-readiness essential for brands that want to stay relevant. 

For example, this may involve structuring content in answerable formats like FAQs or knowledge graphs, ensuring accurate metadata and schema markup, integrating authoritative citations, and maintaining consistent, high-quality content updates.

In this new landscape, PR is more important than ever, as high-authority coverage and strategic mentions signal credibility to AI and boost brand prominence.

GEO-Driven PR in the Modern Era

PR has always been about visibility and credibility, but in the era of GEO, it plays an even more strategic role. High-authority media mentions and third-party validation now serve as signals that AI interprets to identify trustworthy sources.

Coverage in reputable publications and industry platforms reinforces a brand’s credibility, increasing the likelihood of being cited by AI systems. A study by the Public Relations Society of America (PRSA) found that earned-media quotes are increasingly becoming a means for clients to be included in AI-generated content. 

This underscores the importance of securing high-quality media coverage and integrating expert insights into your content strategy. These elements not only enhance your brand’s credibility but also increase its chances of being recognised and cited by AI systems, thereby improving your digital visibility and influence.

Consistency is Key

Maintaining consistent messaging across press releases, social media, and websites ensures AI recognises the brand as reliable. Brands that act proactively, monitor AI mentions, and adjust content to fill gaps in information strengthen both their human and AI visibility. For instance, a study by Ahrefs found that branded web mentions correlate strongly with higher visibility in AI-generated overviews, suggesting that consistent online presence enhances AI recognition.

In a world where AI shapes what audiences see and trust, adopting a GEO-driven PR strategy is no longer optional. Brands that focus on credible content, strategic media coverage, and consistent messaging can become the go-to sources for digital answers, securing visibility and influence in the AI-first era. 

Continue reading our next blog for tips on boosting your AI presence.